A season-long partnership has been announced between National Basketball Association (NBA) franchise the Brooklyn Nets and Spain-based hotel chain the Palladium Hotel Group.

The deal, which marks Palladium’s first sponsorship of an NBA outfit, is the latest overseas deal for an NBA franchise since the league opened up international territories to its teams.

Pilar Arizmendi-Stewart, Palladium Hotel Group’s vice president of sales and marketing, the Americas, stated: “We are thrilled to embark on this partnership with the Brooklyn Nets. The partnership provides several opportunities for Palladium Hotel Group to engage fans within New York City – one of our most important North American markets – and surrounding areas.”

As a result of the partnership, the Barclays Center, the home arena of the Nets, will feature Palladium Hotel Group branding for the remainder of the 2019/20 season. Moreover, both entities are also set to produce a digital content series which will feature the NBA franchise and the Group’s properties.

Bryan Calka, Palladium’s senior vice president of global partnerships and strategy, added: “It is a priority of ours to spread brand awareness and build a strong fan base both at home and abroad, and this alliance will help elevate the Brooklyn Nets on a global scale.”

The partnership follows on from the Brooklyn Nets’ November 2019 announcement which saw the franchise unveil a new partnership with American brewing company, Anheuser-Busch

As part of the partnership, both entities collaborated with the aim of boosting local community support. This included a give-back activation as well as a social media contests where fans competed for a chance to win a VIP experience at a Nets home game.  

At the time, Nick Kelly, vice president of partnerships, beer culture, and community at Anheuser-Busch commented: “This was an exciting time to pay homage to the legendary borough of Brooklyn and mark this moment in time by creating a new special logo for the Brooklyn Nets City Edition Platform. Brooklyn is a vibrant community that brings so much energy to Barclays Center to support their team, and we’re excited to be a part of it.”